Pathfinder "Explore The Road" Internet +: The Way Of Outdoor Brand Transformation

The world's founder, Zhen Hao, is very needed. Pathfinder Brand and financial support, "because today's tourism market competition is not just brand competition, but also the competition of capital, services and resources. Sheng Faqiang's understanding is that Yi travel has evolved from a O2O travel agency to a business in the tourism industry, followed by a travel planning home.

"Internet +" is a train, no one wants to be left behind. In March 23rd, the largest outdoor sport brand traveler in China signed an investment agreement with Yi you world to invest 230 million yuan RMB in Strategic Investment International Travel Service (Beijing) Limited. If the investment is completed, the Pathfinder will have a 74.56% stake in Yi you world. Yi you world is a O2O international travel agency, and also a vertical B2B supplier in the tourism industry.

CITIC Securities analyst Xue Yuan analysis, now the road acquisition control acquisition of the world, is following the participation of Singapore Asiatravel and holding the green field, the beauty, Pathfinder in the travel service business segment another major layout. An outdoor sports brand, a O2O travel service provider, is increasingly showing signs that under the impetus of capital, industrial convergence is becoming a market trend. This trend is speeding up in the "Internet +" orbit, and the Pathfinder obviously wants to be the one waiting in line.

In January 2014, the Pathfinder acquisition of the outdoor sports website Lu Ye network has already marked the beginning of its transition from traditional outdoor brand manufacturers to outdoor goods and travel service providers, and from the traditional line of operation profit mode to the O2O mode.

Sheng Fa Qiang finally wants to build a platform for the Pathfinder to have an integrated development capability rather than just an outdoor sports brand. Continuous reaction with the Internet, vigorous exploration is just on the road.

"I am the platform"

Why are Pathfinder?

Zhen Hao, the founder of easy travel world, needs the brand and financial support from the Pathfinder very much. "Now the competition in the tourism market is not just a brand competition, but also a competition in capital, service and resources." With the endorsement of listed companies, with more capital, it will be easier for the world to have more opportunities to complete a larger layout in the next two to three years.

One day, Sheng Fa Qiang and Zhen Hao said, "can you draw a picture for us to express the relationship between easy to travel the world and Pathfinder?" Zhenhao took out a map of the drilling platform. If we compare the tourist market of China to a blue ocean, it will be like a drilling platform, and the Pathfinder can reach the deep and vast resources hinterland through the entrance of Yi you.

Sheng Faqiang's understanding is that Yi travel has evolved from a O2O travel agency to a business in the tourism industry, followed by a travel planning home. "This fits in with the strategic height of the Pathfinder, as well as the evolution of the mobile Internet from traditional travel agents to the Internet to mobile phones."

There are hundreds of chain stores in the country, as well as a large number of travel planners. The scale that it can contribute to the Pathfinder sector is that in 2017, it is easy to visit the world to achieve 6 billion yuan revenue. According to statistics, China's tourism industry conservatively estimated 10% growth in 2015, and total revenue will soon exceed 3 trillion and 500 billion yuan.

The travel agency's business is to be an agent. "We are no longer a porter of nature, but we need to be an excavator of nature to produce more interesting products and services." Zhen Hao said.

In order to realize the transformation from porters to excavators, it is easy for the world to rely on the resources of Pathfinder. In the future, we must develop O2O heavy vertical operation, and further open up the chain from resources to consumers, and maximize the resources' mouth. At the same time, mobile Internet is used to transform traditional tourism. It is easy to visit the world. Based on mobile version, the website is easy to swim and easy to swim, and the stewardship is on line, all of which are to create a B2C2C.

This nature still has too many resources to wait for digging. In the past 2014, the market size of Chinese citizens' domestic and outbound tourism reached 3 billion 650 million and 109 million respectively, which cost 4 trillion yuan. This is a huge market scale. The capital, technology and entrepreneurial team are green in the eyes.

Dai Bin, Dean of China Tourism Research Institute, is most aware of this. "The traditional tourist industry is generally worried that they are considering whether there is a future for traditional tourism." Some time ago, Dai Bin had talked about the large capital such as the National Development Fund, including the payment tools such as UnionPay card and MasterCard, and even luxury carriers such as Chanel and Gucci. Capital is rushing to find a rooting ground to find a platform for growing value.

More new phenomena have led Dai Bin to see new ideas. He discovered that over the past ten years, more and more people have been talking to Taiwan on the basis of the young men of Ctrip and hive. "There are more and more people who start businesses by knowledge and resources." From the era of resource dependent growth to the era of technology based support, today's era is a composite era of integration of growth factors, that is, the 4 era of tourism development.

Xue Yuan said, "the Pathfinder acquisition of easy to travel the world, for the Pathfinder sports tourism strategy, not only expand, but also have a breakthrough." First of all, there is a relatively mature online system platform in the world of easy travel. In the future, Pathfinder should take this platform as the foundation, improve its bottom data service system, realize its value of flow entry and data center, and then support the development of the whole Pathfinder ecosystem.

More importantly, through the acquisition of easy access to the world, Pathfinder gets the upstream and downstream resources and customer base of the whole industry chain in the sports industry, which integrates the existing tourism sector business with the Pathfinder, so that the service of the Pathfinder can be covered by the front end and the back end of the travel industry and become an integrated platform. "This era is considering the overall planning mode, capital, technology and talent comprehensively grasp the era of control." Dai Bin said, "resource integration platform will become the leader of tourism development in the next ten years."

Pathfinding "Internet +"

The net profit of the Pathfinder reached 294 million last year. In the field of outdoor sports segmentation, sales volume and sales revenue remained the first in seven consecutive years. Since its landing in the capital market in 2009, its market value has increased by more than ten times, reaching 15 billion yuan.

A few years ago, when he was studying in Tsinghua University, EMBA invited a teacher to make strategic planning for his company. They concluded that in the past few years their company's business model was based on the strategic mode of doing well in the department store and waiting for customers to come. But with the advent of the Internet, the environment has completely changed, and the ideas of previous business channels are difficult to sustain. "Only when we turn our business channels to users, will we be able to win again."

In Sheng Faqiang's mind, three paths were identified for the future of the future business. The first one is to create word-of-mouth with the ultimate product or service, the second to infiltrate the community with unique culture, subdivision products and creative services, and third users to serve the big data in the ecosystem. Based on this, Pathfinder should "be an Ecosphere", but this ecosystem is not based on enterprises, but based on the needs of users, that is, their healthy lifestyle.

Around the public's healthy lifestyle, Pathfinder ecosystem is divided into three business segments. The first sector is a multi brand outdoor goods panel mainly based on Pathfinder, Arnold and Discovery Expedition, including outdoor goods, wearable devices, online and offline interactive shops and retailer resources. The second sector is outdoor travel services, including outdoor communities, travel agencies, outdoor cultural dissemination, camping sites development, vertical electricity suppliers, etc. the third is sports and sports plates, including sports communities, sports events, sports media, and intelligent fitness management. The three plates are relatively independent, while they are interrelated and shared in the process of building user data and analyzing user behavior. Sheng Faqiang used three big trees to describe the three plates. At the bottom, the database of three big trees is completely connected.

In the past two years, the Pathfinder has continued to act, first participating in Singapore's Asiatravel, followed by the holding green field and polar travel agencies, and then to the strategic investment of Yi you world, once again increasing the outdoor tourism business. "If we were a few pearls in the first few mergers and acquisitions, then we could string them together through the system of easy access to the world." The Pathfinder can then focus on the layout of the tourism industry around the travel service providers.

After the business has been extended, Pathfinder is no longer just an outdoor sports brand, but a promoter of mass sports, natural travel and healthy lifestyle. It has become an integrated platform for China's outdoor sports industry.

Organizational change must keep pace with changes in enterprise strategy. At the beginning of 2015, Sheng Fa Qiang announced at the annual meeting that we should develop the platform construction of enterprise led by entrepreneurial culture. With this platform, Pathfinder will open both internal and external entrepreneurial opportunities. Within the company, the division system was introduced last year. Next, it will push forward the company's process of corporate development, and try small group entrepreneurship on the Internet, so that different types of entrepreneurs can fully face the market and have the opportunity to make independent decisions.

In addition to internal entrepreneurship, Pathfinder will try to make use of merger funds and new financing to incubate, share, hold, or even split the market on the outside, so that all kinds of start-ups are active in the Pathfinder business platform.

To this end, Pathfinder has announced two plans to share partnership for Entrepreneurship: in three years, the Pathfinder will produce 10 million shares. The stock option Share ownership with the above staff; in the two equity incentive that has already been implemented, many employees buy a car through equity incentive. Sheng Faqiang also produced 50% of the 10 million value-added stock returns in the future to encourage entrepreneurial talents. "We all start business together, whether it is internal marketing, or incubator, equity participation and listing, etc., so that entrepreneurs can give full play to their autonomy."

Outdoor sports are the branches of the whole big sports industry. The sports industry in the United States reaches more than 5% of GDP. The plan of the Chinese State Council is that in 2025, the total scale of the sports industry exceeded 5 trillion yuan. This is the plentiful of the sports industry. It is not only mountaineering, camping, skiing, including the 2020 Winter Olympic Games, many sports industry plates and categories are landing, "I think the Pathfinder can do anything in it."

Many people ask Sheng Qiang, the Pathfinder is a traditional enterprise, can it do better in the Internet based journey? He replied, in fact, what kind of environment can an enterprise do? innovate In fact, it is based on how well they know their industry and how strong they are.